Research On Customer Relationship Management Of Zhenjiang Branch Of Tietong

Recent years, customers' consumer psychology and behavior have changed dramatically because of the rapid development of information technology as well as network economy.As a result ,competition between enterprises which was focused on product and service are gradually turning into customer relationships. In this context, as a large state-owned fundamental telecommunication enterprise, the Zhenjiang branch of Tietong Company learned that in order to obtain sustainable competitive advantage, building and maintaining good customer relationships from a strategic perspective are necessary. So based on the perspective of business and customer interactions, this paper combines the customer relationship management theory with the practical management of Zhenjiang branch of Tietong Company, and studies on the issues related to the Customer Relationship Management (CRM) of Zhenjiang Branch of Tietong:(1) On the basis of analyzing the necessity of building a CRM strategy model,combined with the basic principles and advantage of the Balanced Scorecard,a customer relationship management strategic model based on BSC was built. Furthermore, this paper also study the construction and implementation issues of the Zhenjiang branch of Tietong company's customer relationship management strategies model.The feasibility and effectiveness of the model is validated by practical application.(2) With the connotation of customer segmentation ,customer segmentation model of Zhenjiang branch of Tietong company which was based on RFM is proposed. Customer segmentation of Zhenjiang branch of Tietong company was divided by K-means cluster analysis method ,and the priority degrees of each category of customer segmentation are identified ,which provide a strong basis for enterprises to distinguish customers with different value and make targeted customer strategies.(3)This paper study the KANO model of customer Zhenjiang branch of Tietong company requirements detection model combined with KANO model. Through transforming specific attributes of service into customer's interest, the service attributes are classified into Attractive requirement,,Must-be requirements,One-dimensional requirements,Indifferent requirements,reverse requirements based on empirical research in order to gain customer requirements knowledge to guide the enterprise's CRM decision-making.